McDonald's has pulled a holiday commercial made via Artificial Intelligence after facing widespread public disapproval.
The 45-second film was developed via AI-generated video and was first uploaded publicly for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Shortly after its release, audiences online lambasted the implementation of AI in the advert. A number of described it as "creepy" and "poorly edited".
"This experience serves as an valuable learning as we investigate the proper utilization of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that might go awry over the holidays, using the slogan "the most terrible time of the year".
The Trend of AI in Advertising
Adverts that incorporate generative AI have become a increasing phenomenon among major brands, notably for the holiday season.
- Another beverage giant has similarly launched back-to-back AI-generated holiday ads.
- Technical Challenges: Because videos produced with generative AI are prone to degrade the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also provoked concerns about the replacement of human roles in the production industry, with some critics noting it could reduce opportunities for actors.
Response from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "seven weeks" and involved generating "thousands of takes" which were then edited during the edit "in the same way we would on any high-craft production".
"This was not an experiment," Bridge asserted. "It was a film."
Mixed Public Reception
While the McDonald's ad was mostly criticized, the response for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis received a significant "positive sentiment rating" from viewers.
However, various brands have also received scrutiny for using the technique in advertising. Italian brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "uncanny".
The incident highlights the continuing conversation within the advertising and production sectors about the balance between technological innovation and audience reception.
